Seven, the specialist fragrance business of PZ Cussons, has developed scents that are being used in multisensory performances at this year’s Manchester International Festival in Manchester, England, which runs from June 30–July 17. In a performance by theatre group Oily Cart, Seven developed specific fragrances for each character in the skit, helping children and other festival attendees more wholly identify and connect with each character on the stage.

Seven also worked with festival organizers on the performance of Malian music stars Amadou & Mariam. Staged in the dark, the show is enhanced through the use of smells created by Seven specifically to evoke the country of Mali.

Commenting on the projects, Kate Williams, creative perfumer at Seven, said, “It has been exciting to be involved with these innovative projects and explore the positive effects of our scents in an entirely new performance environment.”